Home⇛LAMDAG⇛vol. 13 no. 1 (2023)

SUSTAINABILITY AND OPEN INNOVATION IN RURAL TOURISM: BASIS FOR A UNIVERSITY EXTENSION PROGRAM

Annie Leah Roxann L Emata

Discipline: education and teaching

 

Abstract:

Rural tourism is among the fastest-growing sectors, and a study of the relevant literature indicates that tourism makes a significant contribution that is beneficial to rural areas. Nevertheless, the increase of rural tourism enterprises, on the other hand, may have several negative consequences if it is not planned properly. The university’s role in guaranteeing the sustainability of rural tourism is well recognized, as is the importance of the collaboration with stakeholders developing rural tourism. This study determined the level of sustainability of rural tourism enterprises and their readiness for open innovation as a basis in the university extension program. The scope of this study is limited to the selected rural areas in the province and only those areas that have a good tourism potential during the conduct of the study. Further, descriptive correlational approach was utilized to examine the relationship between the level of sustainability and level of readiness in open innovation of the rural tourism enterprises in the province of Bukidnon. The study revealed that there was a low level of sustainability practices and readiness in open innovation among the rural tourism enterprises. In addition, a high positive correlation between the sustainability and open innovation. Hence, the greater the level of sustainability practices, the more the rural tourism enterprises engaged in open innovation. Furthermore, the correlation coefficient showed a positive relationship between the two variables. In this context, it disclosed that if the level of sustainability practices is high, then the degree of open innovation readiness is also high. Furthermore, there was a significant correlation between the level of sustainability practices and the rural tourism enterprises’ level of readiness for open innovation. Thus, the employees of rural tourism enterprises that are committed to sustainability practices are more likely to engage in open innovation. Since there are no businessacademic collaboration projects to conduct innovative activities during the conduct of the study, a university extension program is proposed as the means to attain provincial rural tourism sustainability using the open innovation paradigm in collaboration with the stakeholders.



References:

  1. Adeyinka-Ojo, S. (2018). A strategic framework for analysing employability skills deficits in rural hospitality and tourism destinations. Tourism Management Perspectives, 27, 47-54. https://doi.org/10.1016/j.tmp.2018.04.005
  2. Alipour H., Safaeimanesh F., & Soosan A. (2019). Investigating Sustainable Practices in Hotel Industry-from Employees’ Perspective: Evidence from a Mediterranean Island. Sustainability, 11(23):6556. https://doi.org/10.3390/su11236556
  3. Balistoy, L. (2019, November ). Bukidnon now ranks 19th from 4th on list of poorest— PSA survey. https://pia.gov.ph/features/articles/1030998
  4. Buslon-Sia, Van & Ferrater-Gimena, Judy & Etcuban, Jonathan & Tan, Annie. (2019). Ecotourism as a Catalyst of Poverty Alleviation in Rural Economy in Cebu, Philippines. Asian Review of Social Sciences, 8. 1-7. 10.51983/arss-2019.8.3.1605.
  5. Commission on Higher Education (2016). CMO no. 52, s. 2016 Pathways to Equity, Relevance and Advancement in Research, Innovation, and Extension in Philippine Higher Education. https://ched.gov.ph/wp-content/uploads/2017/10/CMO-52-s.- 2016.pdf.
  6. Cosma, S., Paun, D., Bota, M., & Fleseriu, C., (2014). Innovation – A Useful Tool in the Rural Tourism in Romania, Procedia - Social and Behavioral Sciences, 148, 507- 515, https://doi.org/10.1016/j.sbspro.2014.07.073.
  7. Department of Trade and Industry (2018). The Philippines’ Innovation Efforts: Department of Trade and Industry Perspective. Department of Trade and Industry – Bureau of Trade and Industrial Policy Research (BTIPR).
  8. Duarte, D. C., & Pereira, A. D. (2018). The role of women in rural tourism: a study in the Planaltina’s Rajadinha circuit - Federal Districts 12(3), 81-103. https://doi.org/10.7784/rbtur.v12i3.1446
  9. Figlioli, A., Christian, J., Tsekouras, G., Patel, P., Kanellou, D., Albats, E., & Podemetina, D. (2019). Open Innovation Readiness for SMEs: An assessment methodology. In BAM 2019 Conference: Building and Sustaining High Performance Organisations in Uncertain Times https://www.bam.ac.uk/sites/bam.ac.uk/files/contribution1183.pdf
  10. GOVPH. (2021, May 3). Investing in Bukidnon. https://bukidnon.gov.ph/2021/05/03/why- invest-in-bukidnon/
  11. Hjalager, A. M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1 – 12. https://doi.org/10.1016/j.tourman.2009.08.012
  12. Hermawati, A., Nurwati, N., Suhana, S., Machmuddah, Z., & Ali, S. (2020). Satisfaction, HR, and open innovation in tourism sector. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 182. https://doi.org/10.3390/joitmc6040182
  13. Hoarau, H. (2016). Open innovation in the tourism experience sector: The role of practice based knowledge explored. Open Tourism, 137-152. https://doi.org/10.1007/978- 3-642-54089-9_10
  14. Khan, R., Ishaq F., & Abbass A., (2020). Importance of Sustainable Business Practices in the Pakistani Tourism Accommodation. Journal of Business Sciences (JBS), 4(2), 33-42. https://www.researchgate.net/publication/343948406_Importance_of_Sustainable_Business_Practices_in_the_Pakistani_Tourism_Accommodation
  15. Klofsten, M., Norrman, C., Cadorin, E., & Löfsten, H. (2019). Support and development of small and new firms in rural areas: A case study of three regional initiatives. SN Applied Sciences, 2(1). https://doi.org/10.1007/s42452-019-1908-z
  16. Madanaguli, A., Kaur, P., Mazzoleni, A., & Dhir, A. (2021). The innovation ecosystem in rural tourism and hospitality – a systematic review of innovation in rural tourism. Journal of Knowledge Management. https://doi.org/10.1108/jkm-01- 2021-0050
  17. Mapa, C.D. (2020, June 19). Share of Tourism to GDP is 5.2 Percent in 2021. https://psa.gov.ph/press-releases/id/167572
  18. Moore, M. (2020). Total travel and tourism GDP contribution APAC 2019 by country or region. https://www.statista.com/statistics/313589/travel-and-tourisms-direct- contribution-to-gdp-in-asia-pacific-countries
  19. Mura, L., & Ključnikov, A. (2018). Small businesses in rural tourism and Agrotourism: Study from Slovakia. Economics & Sociology, 11(3), 286-300. https://doi.org/10.14254/2071-789x.2018/11-3/17
  20. OECD (2013 February 26). Green Innovation in Tourism Services. OECD Publishing, Paris. http://dx.doi.org/10.1787/5k4bxkt1cjd2-en
  21. Özçatalbas, O., & Mansuroglu, S., & Ceylan, I., & Akcaoz, H., & Kutlar, I. (2010). The evaluation of the importance of rural tourism extension for community development and Turkey. Journal of Food Agriculture and Environment, 88, 973- 975. https://www.academia.edu/23377773/The_evaluation_of_the_importance_of_rural_tourism_extension_for_community_development_and_Turkey  
  22. Radwan, H. R., Jones, E., & Minoli, D. (2010). Managing solid waste in small hotels. Journal of Sustainable Tourism, 18(2), 175-190. https://doi.org/10.1080/09669580903373946
  23. Raderbauer, M. (2011). The Importance of Sustainable Business Practices in the Viennese Accommodation Industry. https://www.wien.gv.at/umweltschutz/nachhaltigkeit/pdf/raderbauer.pdf
  24. Saez-Martinez, F. J., Avellaneda-Rivera, L., & Gonzalez-Moreno, A. (2016). Open and green innovation in the hospitality industry. Environmental Engineering and Management Journal, 15(7), 1481-1487. https://doi.org/10.30638/eemj.2016.159
  25. Statista Research Department. (2022, Feb 7). Tourism industry in the Philippines - statistics & facts. https://www.statista.com/topics/6012/tourism-industry-in-the-philippines/#dossierKeyfigures 
  26. World Travel & Tourism Council. (2020, September 27). To Recovery & Beyond: The Future of Travel & Tourism in the Wake of COVID-19. https://www.oliverwyman.com/content/dam/oliver- wyman/v2/publications/2020/To_Recovery_and_Beyond-The_Future_of_Travel_and_Tourism_in_the_Wake_of_COVID-19.pdf

Tools


Copyright © 2024  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic